Ras Al Khaimah sets target of one million visitors by 2018

The Ras Al Khaimah Tourism Development Authority has announced that it is targeting one million visitors by the end of 2018. Tourism officials will be using ITB Berlin this month to connect with the international trade, strengthen existing partnerships, and showcase the lesser-known United Arab Emirate and its tourism offerings.

The Ras Al Khaimah Tourism Development Authority (RAK TDA) has set a goal of one million international visitors to the emirate by the end of 2018.

The CEO of the RAK TDA Haitham Mattar, said that they will be using ITB Berlin 2016to strengthen partnerships and connect with new international travel trade companies, while promoting the developments and tourism offerings of Ras Al Khaimah.

The tourism authority will unveil its new brand which included a complete overhaul of its logo and website, and improved state-of-the-art product and marketing strategies. Describing the importance of this strategy Mr Mattar explained:

'Tourism is a key pillar of Ras Al Khaimah's growth and development both as an emirate and as a tourist destination. Strategic partnerships between Ras Al Khaimah Tourism Development Authority and both national and international suppliers are a pre-requisite for Ras Al Khaimah."

The new marketing approach will highlight Ras Al Khaimah to a wider audience at the renowned travel trade event, while positioning the lesser-known emirate as a top destination for international and regional travellers.

The "Vision for 2018" campaign aims to bring one million visitors to the emirate by the end of 2018, and Mattar says Ras Al Khaimah is on target to reach their goal.

Year-on-year, the inbound market has steadily climbed, with domestic tourism making up 47.7 per cent of total visitor numbers to Ras Al Khaimah. The United Kingdom and India are the fastest growing international source markets, with visitor numbers increasing by 24.7 per cent and 80 per cent respectively.

Reflecting on the challenges and and importance of this initiative Mr Mattar commented:

'It is inevitable that changes in the market both in the Middle East and across different regions will have an impact on the wider tourism industry but we are in a strong position.

"The emirate benefits from attracting visitors from a wide range of source markets across the globe. As such, we are able to weather any changes in the market and decreases from a particular country or region are most often balanced by increases from other countries."

Ras Al Khaimah is one of seven states in the United Arab Emirates, and it is emerging as one of fastest-growing tourist destinations in the Middle East thanks to its stunning stretches of golden sandy beaches and the recent development of several new luxury hotels.

Situated in the north, bordering the Sultanate of Oman, it's a hotspot for adventure-lovers due its access to the beautiful mountains, red sandy desert, green plains, winding creeks, azure lagoons, lush golf courses, and 64 kilometres of coastline boasting an array of unspoilt white sandy beaches.